Mango, clothing company with a large presence in Spain and the rest of the world, decides to enter new segments of the industry to expand its main target market, strengthen their brand and drive purchase their products. The main clients of Mango still had modern, avant-garde young women aged 20 to 40 years. However, the success of the women's fashion segment convinced the company to continue to succeed in this industry and stay ahead of the competition it must explore new market niches (launch VIP Collection Mango Exclusive Edition and men's collection.) The case is designed to give an overview of the overall strategy of the company, to look at each of the key departments to discover your strengths and differentiating factors (human resources, politics, technology, production, marketing, distribution and internationalization).) It also analyzes the strategic decisions and management practices that led Mango create their own business model, which is difficult to imitate and where people and technology play a leading role. This model is analyzed in detail using strategic decision trees. "Hide
on Isabela Kordecka, Joan E. Ricart Source: IESE 22 pages. Publication Date: September 18, 2009. Prod. #: IES223-PDF-ENG
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